(1) The market that the enterprise originally faced.
Characteristics of the market?
The size of the market
(2) Evaluation of the original market view of the enterprise.
Opportunities and threats?
Advantages and disadvantages?
What's the main problem?
The necessity of re-establishing the strategic decision of the target market
2. Market segmentation. (1) market segmentation criteria, (2) characteristics of each market segment, (3) evaluation of each market segment, (4) the most valuable market segment for the enterprise,
3. The target market strategy of the enterprise. (1) the basis of target market selection, (2) the strategy of target market selection,
Third, product positioning strategy.
1. Analysis and evaluation of enterprise's pre-positioning strategy. (1) enterprise's previous product positioning: (2) positioning effect, (3) evaluation of previous positioning,
2. Product positioning strategy.
(1) The necessity of new product positioning?
From the perspective of consumer demand?
From the perspective of product competition?
Judging from the marketing effect
(2) the expression of product positioning,
(3) the basis and advantages of the new positioning,
Fourth, advertising appeal strategy.
1. The target of the advertisement. (1) the expression of the object of appeal, (2) the characteristics and needs of the object of appeal,
2. The focus of the advertisement. (1) demand analysis of the target, (2) analysis of all advertising information, (3) expression of the focus of advertising appeal,
3. Appeal methods and strategies. (1) the expression of appeal method, (2) the basis of appeal method,
Five, advertising performance strategy
1. Advertising theme strategy. (1) the expression of advertising theme, (2) the basis of advertising theme,
2. Advertising creative strategy. (1) the core content of advertising creativity, (2) the description of advertising creativity,
3. Other contents of advertising performance. (1) the style of advertising performance, (2) the advertising performance of various media, (3) the materials of advertising performance,
Intransitive verb advertising media skills 1. Overall expression of media strategy II. Media area, 3. Media type; 4. media choice?
What is the basis of media selection?
The main medium of choice?
Selected media introduction. Media combination strategy, 6. Advertising timing strategy, 7. Advertising frequency strategy.
the third part
Advertising plan
First, the advertising target
Second, advertising time?
What is the start time of each target market?
When will the advertising campaign end?
The duration of the advertising campaign
Third, the target market of advertising.
Fourthly, the attraction of advertisements is opposite to each other.
Five, the focus of advertising appeal
6. Advertising performance 1. The theme of the advertisement: 2. Creativity of advertising, 3. Advertising performance of various media.
Graphic design?
Copy?
TV commercial split-shot script
4. Specifications of various media advertisements
5. Production requirements of various media advertisements
Seven. Advertising release plan 1. Media for advertising, 2. Advertising specifications of various media, 3. Advertising media release schedule:
Eight. Other activity plans 1. Promotion plan, 2. Public relations activity plan, 3. Other activity plans,
IX. Advertising Budget
1. Advertising planning and creative expenses: 2. Advertising design fee. Advertising production costs. Advertising media expenses, 5. 6. Expenses for other activities. Mobile expenses,
7. Total cost:
The fourth part: the effect prediction and monitoring of advertising activities.
1. Advertising effect forecast: 1. Advertising theme test, 2. Advertising creativity test, 3. Advertising copy test, 4. Advertising works test,
Second, the monitoring of advertising effect: 1. Monitoring the release of advertising media, 2. The measurement of advertising effect,
Appendix:
In the appendix of the planning text, it should include the application text of advertising planning market research and other materials that need to be provided to advertisers.
1. Market Questionnaire 2. Outline of market survey interview 3. market survey report
Back cover:
(omitted)
Information investigation report
We cannot fully understand the supply and demand information.
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The influence of policies, the situation of competitors, and consumers' desire to buy. Otherwise, it is easy to determine the price and output of products to maximize profits. But we must try our best to understand it, and then make a judgment on the market demand based on personal actual combat experience.
The general structure of information investigation report is:
1. Socio-economic environment analysis related to investment projects: (1)
Policy environment (2)
Financial environment (3)
Characteristics of industrial distribution (4)
Characteristics of ownership structure (5)
Proportion of group purchase and private purchase (6)
Circulation environment (7)
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2. Analysis of the total residential development in this area: (1)
Quantitative analysis of residential development (2)
Development trend of residential quarters (3)
Prospect analysis of development quantity of residential quarters
3. Analysis of commercial housing digestion in this area (1)
Main contribution rate of total commercial housing digestion over the years (structural analysis) (2)
Digestion Status of Commercial Housing (3)
Prospect analysis of complete digestion of commercial housing
4. Analysis of the demand and present situation of different types of real estate in this area (1)
Analysis of Commercial (Shopping Center) Real Estate Demand and Current Situation (2)
Analysis on the demand and present situation of office real estate (3)
Analysis on Demand and Present Situation of Residential Buildings (High-rise, Multi-storey, Villa) (4)
Analysis on the demand and present situation of hotel real estate
5. Market demand and current situation analysis of different grades of commercial housing in this region (1)
Analysis of Luxury House Market Demand and Current Situation (Ⅱ)
Analysis of the overall market demand and present situation (3)
Analysis on the Demand and Current Situation of Economically Applicable Market (4)
Analysis on the demand and present situation of welfare market (property right/lease, primary, secondary and tertiary market)
6. Analysis of star real estate in this region (residential market): (1)
Definition of Star Real Estate over the Years (2)
Analysis on the Distribution and Structure of Stars (3)
Main Marketing Features of Star Real Estate (4)
Participants and Makers of Star Real Estate (5)
Premium of Star Property (6)
Necessary and sufficient conditions for the properties of future stars
7. Analysis of best-selling real estate in this area (residential market): (1)
Definition of Best-selling Property (2)
Characteristics of Best-selling Real Estate (3)
Analysis of the reasons for the hot sale of real estate
8. Analysis of unsalable buildings in this area (residential market): (1)
Definition of unsalable real estate (2)
Distribution and Structure Analysis of Slow-moving Buildings (3)
Marketing characteristics of unsalable real estate
(4)
Participants in unsalable real estate and price loss (5)
How to avoid falling into unsalable real estate
9. Analysis of the most popular property types in this region (residential market): (1)
Definition of that most popular property (2)
Proportion and distribution characteristics of the most popular properties in this area (3)
Characteristics of the most popular real estate market in this region (4)
The most popular property participants and premium features in this area (5)
How to join the most popular real estate camp in the region?
10. Analysis of regional context (residential culture: (1)
Evolution of Residential Structure in this Area and Analysis of Its Main Causes (2)
Cultural Classification of Residential Buildings in this Area (3)
Cultural extension of residential buildings in this area in the future
1 1. Analysis of housing rent level in this area: (1)
Overall Analysis of the Average Rent Level of Houses in this Region (2)
Analysis on the Return Rate of Residential Rent in this Area (3)
Prediction of Residential Rent and Rent Return Rate in this Region (4)
The influence of residential rent on the regional advantages and disadvantages.
12. Analysis on the vacancy rate of residential market in this region (1)
Definition of vacancy rate (2)
Analysis on the Total Vacancy Rate of Commercial Housing in the Region (3)
Analysis of the Relationship between the Vacancy Rate of Commercial Housing and the Development Volume and Demand in the Region (4)
Structural Distribution of Vacancy Rate of Commercial Housing in this Region (5)
Trend of vacancy rate of commercial housing in the future in this area
13. Consumer analysis of the residential market in this area
Note: Due to different development projects, the contents of the questionnaire are different, and the contents of the questionnaire are omitted.
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